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Oracle Customer Success — Penton

Penton Migrates More Than 80 Brands and Gains a Single View of Customers

Founded in 1904, Penton started as a traditional print trade magazine publisher, providing content to crop and livestock producers. Now, with the rise of the digital age, Penton has evolved into a cutting-edge, modern information services company. Part of that transformation included developing a plan for moving the company from batch-and-blast communications to a targeted marketing approach. In addition, the plan needed to include revenue-generating advertiser programs that focused on user engagement and conversion.

Penton Uses Data Insights to Transform Business with Oracle

Challenges

Migrate 80+ brands off an ESP to Oracle Marketing Cloud

Engage users at the right time with the right content

Create a single view of their customers

Targeting and segmentation

Progressive profiling

Bringing data silos together

Results

Migrated 80+ brands and 274 newsletters

Configured 11 databases and 592 email groups

Saved $237,000 in technology spend (YOY)

Decreased lead generation delivery times by 20%

Increased subscriber renewals by up to 21%

Execution

After securing buy-in from senior executives, the vice president of performance marketing and her team—in collaboration with the Penton Engineering IT team and two Oracle Marketing Cloud partners—began implementing a (nearly 6000 line) project plan that included the project vision, migration plan, communication plan, timelines and budget, training plan, and the creation of an internal Oracle Marketing Cloud help desk.

The team completed this massive undertaking in just 10 months—on time and on budget. During this time, the team was able to accomplish a staggering amount of work, including: migrating 80+ brands; configuring 11 databases; migrating 274 newsletters; configuring 592 email groups; building 92 microsites; and implementing 168 forms. The results have been equally impressive. So far, Penton has saved $237,000 in technology spend, decreased lead generation delivery times by 20% while avoiding email fatigue, and increased subscriber renewals by 15-21% using pre-populated forms. Feedback from across the enterprise has been extremely positive.